Empathy Map

Share key assumptions around user attitudes and behaviors

also called

Proto-Personas

what is it

The empathy map is a canvas split into four quadrants (says, thinks, does, and feels), all positioned around the user. Filling the map allows to produce an overview of who the user is, and to identify inconsistencies in the perception of the same user from various team members (and so intervene to mitigate the conflict).

use it to

Put all the existing knowledge on the table and identify missing information.

remember to

Follow the rule “one persona per map”: focus on building empathy with a specific user profile.

Preview image of the template for Empathy Map

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